Instead of singing in the rain and enjoying the monsoon, businessmen who run stores for rain gear have been hit the most by delayed rains.
Usually 80-90 percent of sales for rain gear are done by June. It is July, and the country is yet to bear the brunt of the monsoon. This has resulted in a dip in sales between 35-50 percent.
While smaller retailers have been hit the most, others are contemplating placing other products in their stores to make up for their lost income.
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(This story appears in the 03 August, 2012 issue of Forbes India. To visit our Archives, click here.)